BuzzLogic Links Social Media to Ad Targeting

US firm BuzzLogic has launched the public beta test of its new Ad Targeting feature, which promises advertisers the ability to spot individual online conversations about products, brands and issues and rapidly feed them tailored ads.

The ad-targeting feature is built into the firm's buzz monitoring platform, which aggregates keyword or phrase-specific data from across the web - finding out which blogs are generating relevant conversations and where they link to. Through the service, advertisers can find out who is driving online conversations on virtually any topic, or listen to or participate in any relevant discussion. Once appropriate sites are identified, advertisers can develop text or display ads directly from the BuzzLogic dashboard.

The new system has been in private testing throughout the past month. The firm says that key benefits spotted during the test included increased performance versus other ad optimisation approaches, in some cases more than doubling conversion rates. Advertisers can modify their lists at any time by choosing to add new sites that have recently become influential on a topic, or remove sites that have lost influence.

'Influence is topic-specific and dynamic — it changes over time', comments President and CEO Rob Crumpler. 'For the first time, BuzzLogic Ad Targeting is making it possible for advertisers to follow influential conversations as they move across the web, and target ads in the exact places where like-minded consumers are gathering to exchange ideas and opinions.'

Ad Targeting is currently available for the Google advertising network and will be available to other content networks and ad formats in the future.

In January, San Francisco-based BuzzLogic won $9.6m (£4.9m) in venture capital, with which to develop tools and services aimed at defining and measuring influence in social media (www.mrweb.com/drno/news6351.htm ). Web site: www.buzzlogic.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.